The Advertising Trends Top Companies Are Turning To in 2023
Digital Marketing
Jun 30 2023
There’s always something new to try in digital marketing, and the variety of available platforms and channels available has created a digital environment where companies can constantly experiment with new techniques and see what resonates with their audience. Here’s how top companies are using some of today’s most popular advertising tactics to connect and convert their audience — and how you can incorporate these trends into your long-term strategies.
Advertising Angles That Are Generating Success
What works for one company’s target audience might not have the same effect on another company’s ideal customer, but some tactics are effective across different product categories and industries. Here’s a closer look at a few trending tactics that are generating real results.
Micro-influencer marketing
Working with micro-influencers (online personalities with anywhere from 10,000 to 50,000 followers on social media) is much more cost-effective than hiring celebrities or mega-influencers. Plus, these content creators typically have a more niche audience with higher engagement rates. This helps marketing teams maximize spending by targeting people who are more likely to be interested in your product.
Short, shareable video
Video is a must-have marketing component, but the ideal format has evolved significantly over the years. TikTok and Instagram Reels engage users with short, snappy videos that are easily shared across social platforms. TikTok plans to make it even easier for businesses to get in on the action. Digital Marketing Institute reports, “The platform is focusing on usability for businesses and improving targeting options for advertising, which will make it a bigger and better platform for brands in 2023.”
Social media as customer service
From researching and comparing products to making purchases, people have grown accustomed to shopping online and now turn to messaging apps and social media with their product-specific questions or concerns. Companies can capitalize on this advantage by not only offering great customer service but also by creating strategies for conversational commerce.
Native ads
Native ads are paid advertisements that are designed to fit seamlessly into a user’s social media feed by mimicking the look and feel of content the user already follows and likes. HubSpot reports that 23% of marketers plan to begin using native ads in 2023. Why? Likely because they work, according to 36% of marketers who already use this tactic.
Real-world Examples of Advertising Success
You can adapt advertising trends to fit your needs, regardless of company (or budget) size. Take a look at how these companies are making the most of popular techniques.
Supergoop: This SPF-focused skincare brand has partnered with macro-influencers in the past, but also sees the value in working with micro-influencers. Their partnership with The Glow Scout resulted in a post with nearly 3,000 likes and plenty of engaged commenters.
Duolingo: The language-learning app has made its popular mascot a key part of the company’s TikTok strategy. Their marketing team has leaned into creating a fun and mischievous personality for the Duolingo owl, ultimately leading to funny, shareable content.
Grammarly: Even with all of Grammarly’s writing tips and tools, people still have questions about writing, and the app’s customer care team responds to over 13,000 messages every month. Responding to feedback not only builds trust and rapport between the business and its customers; it also helps to inform future app updates.
Allbirds: The sustainability-minded shoe and apparel brand created a sponsored article that appeared in the New York Times’s online edition. The article’s topic aligned with Allbirds’s brand values (the importance of protecting the environment) while giving NYT’s readers the type of content they’d expect to see in the publication.
How Your Brand Can Tap Into Top Trends
With a little creativity, marketing teams with limited budgets can still take advantage of these popular advertising techniques.
Begin your micro-influencer search by monitoring relevant hashtags and brand mentions to discover who’s creating content that fits your brand and audience. Once you’ve found the ideal influencer, create a contract that ensures the content they deliver aligns with your messaging and campaign goals. (The rule of thumb for per-post payment is $100 for every 10,000 followers.)
Working with micro-influencers can inspire your video strategy. Depending on what they create, you can arrange to use their content on your company’s website or video channels. Take inspiration from their content to develop your strategy: What do users respond favorably to? Which types of videos receive the most engagement?
Studying video feedback can also help you use social media as a customer service tool. What questions appear most often in the comments? What messages do you receive regarding your products? Create videos that answer these questions because if one person is asking, chances are that others have the same needs and inquiries.
Develop native ads from the video content and customer feedback. Native ads fit right into the user’s online experience, creating the feeling of talking with a friend who makes great recommendations instead of a company trying to make a sale.
When executed correctly, newly emerging tactics can have a huge impact on your audience. Focus on creating user-driven content that starts a conversation about your product and how it fits into your target audience’s lives to build relationships that lead to loyal customers and brand advocates.
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